The huge red letters, thrown out like a defiance and a challenge, caused a sensation in the Road. The pedestrians stopped to read the signs, looked curiously at the shop, and went on their way. The passengers in the trams and buses craned their necks, anxious to read the gigantic advertisement before they were carried out of sight. A group of urchins, stationed at the door, distributed handbills to the curious, containing the same announcement in bold type.
Across the street hung Paasch's dingy sign from which the paint was peeling:
Repairs neatly executed
GENTS, 3/6; LADIES, 2/6; CHILDS, 1/9
—the old prices sanctioned by usage, unchangeable and immovable as the laws of nature to Paasch and the trade on Botany Road.
The shop itself was transformed. On one side were half a dozen new chairs standing in a row on a strip of bright red carpet. Gay festoons of coloured tissue paper, the work of Mrs Yabsley's hands, stretched in ropes across the ceiling. The window had been cleared and at a bench facing the street Jonah and an assistant pegged and hammered as if for dear life. Another, who bore a curious likeness to Chook, with his back to the street and a last on his knees, hammered with enthusiasm. A tremendous heap of old boots, waiting to be repaired, was thrown carelessly in front of the workers, who seemed too busy to notice the sensation they were creating.
The excitement increased when a customer, Waxy Collins by name, entered the shop, and, taking off his boots, sat down while they were repaired, reading the morning paper as coolly as if he were taking his turn at the barber's. The thing spread like the news of a murder, and through the day a group of idlers gathered, watching with intense relish the rapid movements of the workmen. Jonah had declared war.
Six weeks after he had opened the shop, Jonah found twelve of Mrs Yabsley's sovereigns between him and ignominious defeat. Then the tickets in the draper's window had given him an idea, and, like a general who throws his last battalion at the enemy, he had resolved to stake the remaining coins on the hazard. The calico signs, then a novelty, the fittings of the shop, and the wages for a skilful assistant, had swallowed six of his precious twelve pounds. With the remaining six he hoped to hold out for a fortnight. Then, unless the tide turned, he would throw up the sponge. Chook, amazed and delighted with the idea, had volunteered to disguise himself as a snob, and help to give the shop a busy look; and Waxy Collins jumped at the chance of getting his boots mended for the bare trouble of walking in and pretending to read the newspaper.
The other shopkeepers were staggered. They stared in helpless anger at the small shop, which had suddenly become the most important in their ken. Already they saw their families brought to the gutter by this hunchback ruffian, who hit them below the belt in the most ungentlemanly fashion in preference to starving. But the simple manoeuvre of cutting down the prices of his rivals was only a taste of the unerring instinct for business that was later to make him as much feared as respected in the trade. By a single stroke he had shown his ability to play on the weakness as well as the needs of the public, coupled with a pitiless disregard for other interests than his own, which constitutes business talent.
The public looked on, surprised and curious, drawn by the novelty of the idea and the amazing prices, but hesitating like an animal that fears a tempting bait. The ceaseless activity of the shop reassured them. One by one the customers arrived. Numbers bred numbers, and in a week a rush had set in. It became the fashion on the Road to loll in the shop, carelessly reading the papers for all the world to see, while your boots were being mended. On Saturday for the first time Jonah turned a profit, and the battle was won.
Among the later arrivals Jonah noticed with satisfaction some of Paasch's best customers, and every week, with an apologetic smile, another handed in his boots for repair. Soon there was little for Paasch to do but stand at his door, staring with frightened, short-sighted eyes across the Road at the octopus that was slowly squeezing the life out of his shop. But he obstinately refused to lower his prices, though his customers carried the work from his counter across the street. It seemed to him that the prices were something fixed by natural laws, like the return of the seasons or the multiplication table.